Lyman Beecher, a famous 19th-century preacher, once called
persuasion "logic on fire." To be a truly persuasive
negotiator, you must be able to articulate good, solid reasons for
the demands you make, as well as the demands you reject. As always,
preparation is key. Here are a few ways to amp up your power of
persuasion:

Have all the facts at your fingertips. Become fluent
with the details of your deals.

Learn the lessons of history. Research the applicable
industry's customs and practices, as well as how the other side
has done things before. This is your opponent's frame of
reference, and it will have a profound effect on how he or she
reacts to your proposals.

If you've got the goods, present yourself as an
authority. The negotiator who has real expertise has a natural
height and weight advantage.

Know all the ways in which a deal is unique. Use these
distinctions to argue for what you think is fair.

Of course, it's not only what you say, but also how you say
it. Speak with conviction and enthusiasm. If you've got charm,
pour it on. Become a perpetual student of argumentation. Consider
this from Aristotle: "The fool tells me his reasons; the wise
man persuades me with my own." If you've really done your
homework, you may have a better idea of what the other side wants
than they do! Use this to make your proposals irresistible. One
excellent tactic is to ask your opponent to trade places and
consider things from your point of view.

Another great way to win people over is to never openly disagree
with them. Thumb through any sales textbook, and you'll find
this dictum, along with the "feel/felt/found" technique,
an elegant example of verbal judo. It works like this: When the
other side raises an objection: One, reassure them that you
understand how they feel; two, let them know that many
others have felt the same way; and three, conclude by
telling them about the solution you and others have found
that really works, which is your true response to their concern.
It's a diplomatic way to overcome many objections.

Finally, as with most things in life, perseverance is the key to
success. Dealmaking is no exception. Hang tough. Stand your ground.
Repeat your requests again and again. Even if you must move on to
other issues, insist on returning to the point you really want to
win. Persist.

And, of course, be patient. Consider this from Francis Bacon:
"In all negotiations of difficulty, a man may not look to sow
and reap at once; but must prepare business, and so ripen it by
degrees." When the other side's holding out for what seems
like no good reason, it may not be because you haven't been
persuasive. They just may need time to think it over. So give it to
them and let time do your persuading for you.

A speaker and attorney in Los Angeles, Marc Diener is the author of
Deal Power.